小米的手机客户关系管理分析.doc

小米手机客户关系管理分析（吉林农业科技学院 专业：11级市场营销专业 学号：1104620134）摘要：随着信息产业的快速发展，手机已经成为人们日常生活中不可缺少的重要通讯工具。当前手机产业达到了前所未有的发展程度，手机的功能和外观也是日新月异，人们对于手机的要求也是与日俱增。当前手机的品牌种类繁多；外国品牌以苹果，三星，诺基亚，处于主导地位，中国的手机品牌以小米，中兴，华为等品牌也占据着手机市场一席之地。手机产业要想做到在如此激烈的竞争背景下生存发展，必须要拥有新型的客户关系管理体系。小米手机在众多品牌中脱颖而出，说明小米公司在客户关系管理相对其他手机品牌存在一定的优势，走在我国手机产业客户关系管理前端。因此，有效的CRM策略对手机产业的发展有着深远重要的意义。本文通过客户关系相关理论，客户维系策略，利用SWOT分析法来研究分析小米手机的客户关系管理的优势及存在的问题。关键字：手机产业、小米、客户关系管理、SWOT分析中图分类号：TP31l 文献标志码：AAbstract: With the rapid development of information industry , mobile phones have become indispensable in daily life an important communication tool. Current phone industry has reached an unprecedented level of development , the phone's function and appearance is changing , people are required for mobile phones is also increasing. Current phone brand variety ; foreign brands to Apple, Samsung , Nokia, in a dominant position in China 's mobile phone brand millet , ZTE, Huawei and other brands also occupy a place in the mobile phone market . Mobile phone industry in order to achieve such a fierce competition in the context of survival and development , we must have a new customer relationship management system. Millet phone in many brands stand out , indicating millet in customer relationship management relative to other mobile phone brand has certain advantages , walking in China's mobile phone industry, customer relationship management front end. Therefore, an effective CRM strategy for the development of the mobile phone industry has far-reaching significance. In this paper, the theory of customer relationships , customer retention strategies , the use of SWOT analysis to study analyzed millet phone customer relationship management strengths and problems .Keywords: mobile phone industry, millet, customer relationship management, SWOT analysis1引言当今世界信息通讯产业快速发展，手机作为主要的移动通信工具的需求量与日俱增。目前人们对手机的要求越来越智能化，人性化。手机产业因为智能手机的到来，迎来了一个新的时期，新的契机，同时也迎来了新的挑战和困难。智能手机对手机产业的客户关系管理有个更高的要求。我国作为世界人口最多的国家，毫无疑问自然成为了手机用户最多的国家。目前我国手机市场上的